With all the talk about a potential TikTok ban, now seems like a good time to unpack a few crucial realities & lessons around social media.

The reality is that social media channels are just borrowed real estate.

You don't own your audience on social, and you aren't in control.

People come, people leave, algorithms change, platforms evolve & platforms go away.

And because we don’t own our social media audiences, we shouldn’t put all our eggs in one basket (platform).

Diversification of platforms is essential for brands.

Social media is about meeting people where they are.

Once I realized that, I realized how important it is to invest [smartly] in emerging platforms.

There's always a risk, but social is less about owning an audience & finding ways to reach people.

If you work in social media, so much of the job is taking an idea and concept and being able to mold it across channels.

This is why the best social teams have a strong grasp on content & creative fundamentals.

The need to communicate and tell a story online is here to stay.

Algorithms happen and our approach to distribution changes, but we still have a need to bring brands to life.

A content strategy is the foundation of a strong social presence. Focus on that.

Finally, so often people look at “digital” & “social media” as a separate thing, but it’s all an ecosystem that should work together.

While social media is bright & shiny, it's a tool in the toolbox.

Owned channels matter, and they matter a lot.